Market Understanding

Market understanding represents the foundation of nearly all marketing activities. Ipsos aims to understand people, brands and markets to drive business growth.

Client context

How can I accelerate decision-making to keep up with the market?
How can I segment my consumers, shoppers, products or usage occasions?
How can I identify innovation platforms and unmet needs?
How can I better target my consumers?
How can I (re)position by brand?
How can I optimise my brand and product portfolio?
How can I identify stretch opportunities for my brand?

Our Solutions

Our experts help you to uncover, size and prioritise growth opportunities in the market, and to identify innovation platforms. Our solutions are linked to business outcomes, through advanced analytics and activation workshops.

We focus on:

A new usage & attitude approach which accelerates decision-making

To help our clients make faster decisions, Ipsos is moving from big foundational studies to rapid, multi-sourced, digital information. Our new usage and attitude (U&A) approach integrates a variety of cutting-edge techniques to help accelerate the decision process:

Social listening

Online qualitative approaches

Streamlined device agnostic surveys

Additional modules such as mobile diaries and shopper or 'pop-up' communities

Smart segmentation

There is no “one size fits all approach” for segmentation studies. We will help you choose the most critical segmentation variables for your business challenge, which will have a dramatic impact on the segments, as well as the actionability of the results.

Market structure

Our market structure work explores how consumers shop, use and consume products and brands. We deliver structural maps showing the different domains, and these are enriched by overlaying need states, occasions, attitudes, usage and demographics.

Case studies

Focus on the most important information: Our consumer electronics client wanted to conduct a U&A study that would tell them what they “needed to know” and skip the “nice to know”. We first conducted desk research and social listening to help identify the knowledge gaps within our client’s organisation. We then went on to gain a deeper market understanding and build on the hypotheses of the first stage using a mobile survey. Finally, we set up a Pop-Up Community to allow us to dive deeper into the most relevant consumer needs. Instead of a single survey, this approach enabled our client to “connect the dots”. The client has already introduced several high-potential ideas thanks to the iterative nature of this approach.

Who is behind the needs? A food manufacturer wanted to conduct a segmentation study to gain an understanding of occasion-based need states. We ran a study that helped them understand different consumer needs in the growing snacking market. Armed with this information, the client was able to link the company’s current portfolio to relevant areas and to identify a “playground” for new snacking ideas.

Identify opportunities: We used our market structure approach to help a beverage client to understand the positioning of their categories in the beverage landscape. Our visual perceptual mapping approach (including possible substitution and adjacent categories) helped the client to identify white spaces and a long-term innovation pipeline.